Evaluating & Tracking Your

Outreach Efforts

What we do …

• Print materials (brochures, newsletters, fact sheets …)

• Field demonstrations• Tours• Radio• Meetings/workshops

How can we tell ….

• If those brochures, tours and ads had any impact?

• Which methods work best at raising awareness?

• Which work best at changing behavior?• Are we making progress in raising

awareness?• Are we making progress in changing

behavior?

Communication survey methods

• Focus Groups• Mail surveys• Internet• Telephone• Intercepts

Why bother tracking/surveying?

• Increase effectiveness.• Tweak programs during

implementation.• Better use of limited resources.• Can show funding organization

success.• People participating feel good when

they know they are making a difference.

What is an Intercept Survey?

• Intercept respondent at high traffic area.

• Location frequented by most or all of the people in the community.

• Only require a day or two of data gathering (200 respondents).

• Short – takes only a few minutes/respondent.

MDEP Intercept Surveywas designed to:

• survey basic understanding of NPS/stormwater issues (awareness).

• survey local outreach efforts.

• survey likely or existing behaviors (BMP use or planned use).

The Maine Intercept survey will:

• Track changes in awareness of both your message and your organization.

• Track changes in willingness to do behaviors.

• Track changes in behavior.• Indicate if advertisement is being

noticed.• Track if your outreach effort having

the desired results?

Who might use this survey?

• 319 funded projects.• Lake association outreach projects.• Regulated stormwater community

outreach projects.• Projects funded by grants (can show

funding agency outcome).

An Example - BASWG

• Track impact of their outreach program to raise awareness and change behavior.

• Show progress for Maine’s General Stormwater Permit.

• Make educated decisions and use funding wisely.

• Documentation for grants.

Methodology

• Hired Market Decisions.• Surveyed on 2 Saturdays (July 2008)

201 people.• Only had 20% refusal, which is

relatively low (normally about 50%)• Conducted at 3 different super

markets and 4 shopping areas in the greater Bangor area

The Questions

• Basic demographic information• Awareness of pollution issues &

events happening• Behavior

How concerned are you about water quality of Maine

waterways?

• 87% very to somewhat concerned.

• 12% Not very concerned

Recall seeing ad with rubber ducks?

• 77% said yes• 23% said no

Recall seeing ad regarding lawn care safe for kids & pets?

• 34% yes• 66% no

Interest in personally taking action to stop stormwater

pollution

• 23 % very interested• 53% somewhat interested• 15% somewhat uninterested• 8% very uninterested

Heard of any local efforts to reduce stormwater pollution?

• 15% yes• 84% no

How likely are you to take action to reduce lawn fertilizers, pesticides &

herbicides?

• 33% already do or done• 40% very likely• 9% not at all likely*

* Does not include respondents who said ‘does not apply’ or don’t know/refuse (73 said does not apply or don’t know/refuse)

If you were looking for info on taking action, where would

you go?

• 66% internet• 15% hardware store• 5% family & friends• 2% all of the above• 7% other• 4% don’t know/refuse

Other BMP related questionsVerbatim Questions

Demographics

What we learned:

• We have a concerned audience.• The audience believes stormwater

has an impact on water quality.• They recall seeing the duck ad

(recognition).• Willingness to take action to protect

water.

• Haven’t heard of local organizations trying to protect water.

• Audience is willing to pick up after pets.

• 40% of the audience is willing to reduce the amount of lawn chemicals; they are primed for our message.

• When people are looking for information, they turn to the internet.

This information was used* to:

• Design a plan to raise awareness that stormwater is polluting Maine waters.

• Design a plan to change people’s use of lawn care products.

• Track the impact of these plans as they are implemented.

• Meet the communities’ stormwater permit.

* Along with other information.

MDEP’s Intercept Survey(The following are available)

• The Survey• Guide to administering survey• Excel Spread sheet to analyze data

To get a copy:

Email Kathy.M.Hoppe@maine.gov

or call 207-760-3134